Building a Thriving Insurance Agency: Lessons from Scott Miller’s 20,000-Client Success Story

On the latest episode of Insurance Business Babes, Scott Miller of Seniority Benefit Group returned to share actionable insights into growing an insurance agency from humble beginnings to a powerhouse serving 20,000 clients. Here are the key takeaways and strategies inspired by Scott’s journey.

Structuring Teams for Growth and Retention

Scott’s agency operates with a clear distinction between sales and service roles. Sales agents (LOAs) are focused solely on bringing in new business, while a dedicated client service team handles annual engagement, plan changes, and retention. This specialized focus allows each group to excel. During AEP (Annual Enrollment Period), the service team manages 20,000 client engagements, freeing up sales agents to focus on new prospects. Importantly, the service team doesn’t chase commissions but is still licensed—resulting in deeply invested, experienced staff who excel at client retention.

Culture, Investment, and Employee Development

Scott is a strong advocate for investing in people and benefits—from health insurance to 401(k) plans—creating a supportive, family-like culture with minimal turnover. New LOAs receive a sliding down salary and commissions for the first four years, encouraging fast ramp-up and long-term retention. Regular team engagement, retreats, and bonuses for high performers contribute to a motivating environment.

Smart Marketing and Lead Generation

Remarkably, Scott’s agency has never relied on purchased leads. Instead, they harness referrals from large employers, financial planners, and strategic community partners. Educational events, innovative marketing campaigns, and even creative client directories are deployed. Scott and the co-hosts also discussed the value of paying for high-quality, targeted connections versus mass-market, low-intent leads.

Running Your Agency as a Business, Not a Hobby

A recurring theme in the conversation was the importance of treating your insurance business like an actual business. That means investing in systems, staff, marketing, and tools, rather than skimping on necessary expenses. Scott credits much of his success to making deliberate, sometimes slow, investments and building a scalable foundation from day one.

Final Thoughts

Whether your goal is 500 clients or 20,000, Scott’s insights highlight the importance of specialization, culture, reinvestment, and creative lead generation. Insurance isn’t a solo act; success comes from building a supportive team and running your agency like the business it deserves to be.

This episode is sponsored by ⁠CertifiedMedicareAgents.com⁠. Use the coupon code BABES2024 for a free lifetime BRONZE membership.